Brand advertising = Cultural Imprinting

Cultural imprinting is a mechanism by which an ad changes the culture, by changing how we are perceived by others when we use a product. Cultural imprinting works because it relies on the principle of common knowledge, which means both the ads and the product usage has to be conspicuous. 

We all see the ad advertising "Corona" as the drink for chilling at the beach. And we all communicate the association to the message when we pick a Corona at a party. 

This is why cultural imprinting ads are found on billboards. And why it works for Coca-Cola but not for a bedsheet company.